ADVERTISING.

Hawera Star, Volume XLVII, 16 March 1928, Page 7

ADVERTISING.

i v SPA PE R THE BEST MEDIUM

MR. PRANK GOLDBERG'S v.'j 1-vlvyN’S.

“Almost ©Very day 1 am risked the question. ‘who pays tor me aavertnsmy-<’ The answer, in a , nut-shell, ns The man who doesn't,’ ” said Mr. r rank Goldbeg, governing director ol the Goldberg Advertising Agency, when interviewed by a reporter troni the Christchurch “Press,” on ins own special subject, advertising. “I have found, without question, an o\ er the world that the best medium of advertising is througli the newspapers, anion, with their Huge circulations, i,rim' Le.ore tlic public -the goods most on demand, and also introduce new lines -to- their- notice,” continued Mr. Goldberg. “In support 01 my contention that the newspaper is tlie best medium, i would ask one question, and that is, ‘Would the words largest manufacturers, retailers, linanciers, and others use the newspapers ior advertising-, to tlie exclusion ox practically e.erv other medium, if it did not pay weir-'’ The executive of these big concerns have passed the experimental .sta"e. as far as successful advertising is concerned, and they;have proved the newspapers to be the only way to advertise.” Mr. Goldberg said that newspapers win elections, float companies, build businessses, and turn failures into suecoss; thev can make or break. .Buying space in the newspapers was but the first step towards successful advertising. Good copy and the right illustrations were -essential if anything like success was to be obtained. An advertisement which suggested an effort to sell on any! other basis but that ol merit was fatal. Many newspaper advertisements had been “killed’ bj a single unfortunate phrase, usually a selfish one, indicating ulterior desires, and such desires repelled. PirstlV the newspaper was issued daily with the object of giving tlie news of the day to the public, and news items were Jound amongst the advertisements. By this method ol bieaking. or mingling news with advertisements. the public was made to notice and read the advertisements, and hence the -success of the newspaper advertisements. Any other method, such us posters, w«is mcr-eiv glanced at. hut not absorbed. Tlie newspaper advertisements were read, for thev were interesting, and by being interesting their main object was achieved. v ' . ~ ■ “Good, truthful newspaper advertising is the surest way possible to make profits. The more advertising of the right kind a business does, the greater will be the net profit. Successful enterprises have been built up by newspaper advertising,” said Mr. Goldberg . . ... “Newspaper advertising. carefully planned, correctly designed, conscientiously backed by good goods, and containing the correct appeal, is the very back-bone of suceessrul business. Let me repeat that word ‘every,’ because there is no exception. The tailor, the tinker, the candle-stick 111‘aker simply cannot go far without the aid or newspaper advertising.”